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In India where about 74% population resides in the rural areas and nearly one third of the national income is generated by the rural population, hence it become necessary to understand the psyche of the rural population, their needs, aspirations and also their behavior to be success in the marketing in rural areas.
Probably, there is no village in the country where one can not find soaps like, Lux, Rexona, Hamam or Lifebuoy or detergent cakes like Rin, Wheel, Fena, Cigarettes, small tea sachets. Similarly , the shops stock electrical goods, torch light, dry battery cells, cosmetic products, pressure cookers, sewing machines, mopeds, and other durable items where the rural consumers go for selling the agricultural produce and also make purchases of durable items mentioned above...
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